排隊與餐飲服務業正面口碑策略行銷之研究

Waiting Line and Positive Word-of-Mouth in Marketing Catering Service Sectors

黃詩涵(Shih-Han Huang)

指導教授 ： 梁直青

國立虎尾科技大學/管理學院/經營管理研究所/碩士(2013年)

摘要

餐飲業是日常生活上非常重要的服務行業，在自由經濟時代，對大部分的消費者而言，等待是一種負面的經驗，大部分的消費者並不喜歡等待。然而反觀美食圈中卻出現逆潮流「等待」，而且等待似乎成為了美食的成功關鍵字。口碑傳播已被證實可影響購買決策，而且其對於服務業的影響更為明顯。對餐飲服務業商家而言，要抓住消費者的心，要從消費者追求人潮觀點來切入，才能作出符合顧客需求的行銷決策。因此，餐飲業透過排隊，應可產生吸引效應建立口碑。
本研究針對看到排隊隊伍且願意加入排隊用餐者為樣本，來發放問卷。利用回收的問卷，進行信效度、因素分析與集群分析，以建立起可供推廣行銷策略之消費者集群。
為找出符合本研究調查之代表性樣本，本研究以台灣地區人口比例之分層隨機抽樣方法及電話簿進行電話訪談以作為抽取問卷之樣本，總計回收有效問卷共400份。本研究根據過往文獻整理，針對台灣地區排隊消費者以消費動機、服務品質、時間知覺、正面口碑等四個構面作為市場區隔。結果顯示，我們可將排隊消費者依照消費動機區分為：「內部搜尋」、「外部搜尋」兩群；依照服務品質可區分為：「重視服務品質」、「忽視服務品質」兩群；依照時間知覺可區分為：「正面情緒」、「負面情緒」兩群；依照正面口碑可區分為：「忠誠型」與「口碑傳播型」兩群。
藉由本研究發現能給予餐飲業者在行銷策略上的建議，使業者更貼近消費者真正的需求永續經營下去，為企業創造更大的利益。

關鍵字

排隊等待人潮 ； 口碑 ； 餐飲業

並列摘要

Food service is the most important industry in daily life. In the era of free economy, “a wait” is a negative experience and most consumers do not like enjoying this kind of experience. But ironically, “waits” become a converse trend in the circle of gastronaut; it seems to become a victorious key word of gourmet meal. It’s been proved that the word-of-mouth promotion can influence buying decision and it especially will produce a significant impact on service industry. In order to make an appropriate marketing strategy to meet customers’ demand, merchants of food service industry should well understand consumers’ psychology, take advantage of the impression of queuing-crowds-attract-consumers to build up an attractive effect and word-of-mouth.
The participants of this research were those consumers who were willing to queue up for dining when seeing a queue in front of restaurant. The questionnaires were given to the participants; and the analysis of reliability, validity, factors, and cluster were used to analyze the collected questionnaires in order to establish a consumer cluster for promoting marketing strategy.
In order to setup a representative sample complying with the survey of this research, the research, based on the proportion of the population in Taiwan, employed the methods of a stratified sampling and telephone random interviews to conduct the sample selection. The collected valid questionnaires were 400 in total. According to previous literatures, in Taiwan, the market segmentation for queuing consumers was divided into four aspects: the motivation of consumption, service quality, time perception, and positive word-of-mouth. The result indicated that, for the aspect of the motivation of consumption, queuing consumers could be divided into two groups “internal search” and “external search”; for the aspect of service quality, queuing consumers could be divided into “service quality attention” and “service quality neglect”; for the aspect of time perception, queuing consumers could be divided into “positive emotion” and “negative emotion”; for the aspect of positive word-of-mouth, queuing consumers could be divided into “loyalty type” and “word of mouth promotion type”.
The findings in this research may provide merchants of food service industry with some of marketing strategy suggestions helping them close to the real demand of consumers and run their business sustainably so as to create higher profits.

並列關鍵字

The- Crowd-Waiting -in-Line ； Word of Mouth ； Food Service

參考文獻

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